ING bank wanted to offer more tailor made advice to it’s customers who required online information about financial products. We developed the idea of creating different Characters that would stereotype a certain type of financial behaviour. By letting visitors discover their financial Personality we engaged visitors in a playful way. The ultimate goal was connection them to the ING online financial platform ‘Mijn Geld’ were each visitor is given advice matching their character. The concept was adapted in more than 20 countries worldwide.